Highlighting its devotion to Science, Technology, Engineering and Math (STEM) education, Emerson is launching a new ad, marketing and social media campaign, including YouTube star Hank Green in a television commercial set to launch February 19 on CBS’ The Big Bang Theory.
The campaign is another “transformational” turn for a company whose consistent reinvention of itself over more than a century has led to its becoming one of the world’s engineering and technology leaders. It is also the centerpiece of Emerson’s celebration of its 125th anniversary.
Green is a highly followed musician, blogger and vlogger known for his YouTube channel’s VlogBrothers, CrashCourse and SciShow, which combined have nearly 8 million YouTube subscribers, 1 billion video views, and 2,500 videos. By partnering with Green — a self-proclaimed “science nerd” — Emerson is broadening its reach to touch and inspire both a younger audience as well as a science-minded psychographic.
Green, who was recently granted an interview with President Obama, has been dedicated to energizing youth about the vital and fun benefits of learning about math and science.
Emerson’s campaign goal is to inspire and empower the next generation of engineers by connecting science to technological advances and modern conveniences. In fact, Emerson sees the campaign as a new way to express its core brand idea of “Engineering Full-On.”
“Hank is a relevant, wildly popular ‘Geek-Chic’ celebrity and the perfect person to tell our story his way to the young talent we need to join us on this journey,” said Emerson Chief Marketing Officer Kathy Button Bell. “Young men and women can relate to Hank. He makes science fun and accessible in an easy-to-consume, colorful and often musical video format.”
Emerson has embraced and supported a wide range of STEM initiatives for many years in the communities where it operates. A multimillion dollar commitment to STEM and robotics programs through 2020 has supported or will expand activities within organizations and schools such as Girls Scouts of Eastern Missouri; STEMpact; Harris-Stowe University; University of Missouri-St. Louis; Girl Start in Austin, Texas; Air Camp in Dayton, Ohio; and Edina Public Schools, in Minnesota. The campaign announced today, however, marks its most ambitious effort in this area.
“Future innovators who will be our employees, our customers and business leaders need STEM education today,” Button Bell said. “Emerson’s STEM focus is influencing the company’s marketing and recruiting efforts, and this first-of-its-kind campaign for the company is designed to entertain and inspire both current engineers as well as a future generation of business people.”
“I am always proud and excited to be a part of a science movement especially utilizing the digital space,” Green said. “Emerson understands that today’s youth consume media differently and they’ve really broadened their approach to reach audiences beyond traditional media.”
Emerson’s year-long 125th Anniversary celebration publicly launches with Thursday’s campaign kick-off on CBS, in The Wall Street Journal and ringing the closing bell on the NYSE. In addition to the TV commercial, the campaign includes an “I Love STEM” destination on Emerson.com, print/digital advertising and a social media program. Also on February 19, Emerson will officially salute its 110,000+ employees with a special 30-second commercial called “Brief Moment of Joy,” which will air on CNBC, Fox News/Business and Golf Channel, spotlighting Emerson employees. Emerson will also continue running its award-winning “Never Been Done Before” TV, print and digital campaign.
For more information and to view the campaign, visit Emerson.com/ILoveSTEM.